Millennials (18-34) are getting somewhat comfortable with the idea of personal data sharing, at least when it comes with tangible benefits, according to survey results from the USC Annenberg Center for the Digital Future and Bovitz Inc. 51% of Millennials responding to the survey agreed that they’re ok with sharing information with companies as long as they get something in return, compared to 40% of those aged 35 and older. That value-exchange is key: separately, 70% of Millennials (and 77% of the 35+ group) said that no-one should ever be allowed to have access to their personal data or web behavior.
More relevant advertising may not be the benefit that respondents are looking for in return for their personal data. Only one-quarter of Millennials said they’re ok with trading some of their personal information in exchange for more relevant advertising, although that was higher than the 19% of respondents 35 and older who shared that view. Read the rest at MarketingCharts.